Browsing by Author "Wai, Chew Kok"

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Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations

Oburai, Prathap; Moorthi, YLR; Basalingappa, Anita; Wai, Chew Kok; Baker, Michael J.; Krishnan, Sandeep K. (2009-09-02)

Corporate identity and image are shaped by the entirety of perceptions of a variety of stakeholders, both existing and potential ones, such as customers, suppliers, employees, general public, opinion makers, and government ...
Using Qualitative and Quantitative Methods to Investigate Patterns in Marketing Channels and International Marketing Strategies

Oburai, Prathap; Wai, Chew Kok; Baker, Michael J. (2009-09-02)

Changed agenda and paradigms require marketing’s research methods and tools of enquiry to reflect fully the need to intensify theory-building programmes. We examine the evolution of the case research strategy in the context ...